Starbucks coffee is going ‘blonde’ — kind of

Dark won’t be the flavor of the month much longer at Starbucks. The company will introducing a “blonde roast” to its lineup in January, a mild type of coffee that could help the company win over potential customers who complain that Starbucks coffee tastes burned.

So, no — this isn’t about blondes having more fun. It’s about blondes bringing in more money.

Reuters reports the move could help Starbucks keep an edge over competitors like McDonald’s and Dunkin’ Donuts, both of which offer mild coffees in addition to “fancy” espresso drinks.

“We think this is a big opportunity,” Jeff Hansberry, president of channel development for Starbucks, told Reuters.

Starbucks research shows 40 percent of U.S. coffee consumers prefer a lighter roast.